The Brief

Leekaja Hairbis (LKJ) is a leading hair salon in Korea known for their innovative hairstyles. To celebrate their 37th anniversary, they planned to execute an effective promotion at one of the touchpoints with their customers.

Creative Execution

The purpose of the promotion was to inform customers about LKJ’s effort to create new hairstyles over the years. Also, with the 37% discount coupon they were offering to celebrate their 37th anniversary, the targets were to experience LKJ and eventually become a potential client. Based on this objective, the ‘Sweet & Lovely Style’ Promotion was born. Faces were displayed on the paper for wrapping ice cream cones. Ice cream on top of the wrapped cones represented the various hairstyles offered by LKJ. The 37% discount coupon was printed inside the paper and so was made possible to carry around after the target had finished eating their ice cream.

Describe the creative solution to the brief/objective.

The ‘Sweet & Lovely Style’ Promotion was highly appreciated by the client for successfully attracting the customers and meeting LKJ’s objective. Out of the 1,000 coupons that were distributed, 115 were used, thus resulting to a 11% success rate.

Results

The ‘Sweet & Lovely Style’ Promotion was highly appreciated by the client for successfully attracting the customers and meeting LKJ’s objective. Out of the 1,000 coupons that were distributed, 115 were used, thus resulting to a 11% success rate.